Welcome back to this two-part series on improving your relationships with your mobile customers.
In the first article, we examined the importance of using a centralised mobile analytics platform that keeps you up-to-date on a wide range of useful metrics, and enables you to segment your audience based on the different ways they use your app.
Once you’ve gathered and integrated this data, you’ll be able to use those app analytics to optimise and personalise the in-app experience. Here’s how.
The goal of mobile analytics is to develop engaging app experiences that are also optimised for business success. To that end, you should be thinking about investing in a platform that provides A/B testing capabilities, integrated with your analytics data, to help you quickly set up optimisation campaigns to determine the best experience for audience segments.
For example, we recently helped a mobile app client face the challenge of increasing account registrations, email signups, and store ratings, as well as user engagement—in terms of app launches—once the app was installed. We partnered with the client to create alternative onboarding flows, which prompted users for information that helped identify the value of the application to them. The result was a more optimised in-app experience, leading to a 10.6 percent increase in the metrics that were important to their business.
In addition, an effective marketing automation platform will help you optimise funnels and conversion paths to generate successful business outcomes such as in-app purchases, video views, form completions, and remote check deposits. And if your platform enables you to create in-app messages triggered by analytics data, you can send intelligent communications to users, request app store ratings, promote new products and services, or provide information to assist with self-service.
We recently helped Turkish telecom company Turkcell put these optimisation principles to practical use. The company built detailed customer segments using Adobe Marketing Cloud, including Adobe Analytics. Leveraging behavioural data, they determined that in-app messages led to the highest conversion rates. They then sent out personalised in-app messages to these customer segments, achieving 5,000 app downloads in a single week, and building up to a current average of 15,000 downloads per month.
But an initial round of optimisation is only the beginning of building long-term user engagement on mobile.
When developing personalised messaging within your mobile app, you’ll want to work with an automation platform that provides rules-based targeting, automated behavioural targeting, and recommendations that can be deployed inside the app itself, in concert with location-based targeting and in-app messaging.
By providing push notifications based on audience behaviour and analytics, you can reengage with users that have not used the app for weeks or months. Notifications can include contextually relevant messages about new offers, breaking news, or account updates. Personalised communications like these can help you improve loyalty and customer satisfaction by delivering highly relevant messaging to individual users, increasing the usefulness of the app, and building user loyalty and increased app usage.
When your organisation makes use of a combination of analytics, optimisation, and personalisation tools, your mobile teams can stop getting distracted by metrics, and focus on execution. Your product and marketing teams will no longer need to integrate multiple technologies. All your app-related audience data will be in one place, ready to be analysed and turned into actionable audience insights.
What’s more, marketing automation tools like these can help you identify and test new mobile monetisation strategies. They’ll help you design, execute and analyse hypothesis-driven mobile Web and app experiments to identify unmet customer needs, identify elements that have the greatest influence on conversion, and remove barriers to those conversions.
With the help of this type of iterative testing methodology, your app teams will be able to plan data-driven personalised messaging and location-based marketing, and implement those strategies seamlessly across platforms.
I hope you’ve enjoyed reading these two articles on mobile app engagement. If you would like to learn more about how Adobe can help, please visit our site. Ready to get started with Adobe’s mobile marketing solutions? Click here to find out how.
If you’re an Adobe customer already and interested in finding out how the Adobe Marketing Cloud mobile core service can help you, please click here to view a webinar that I recorded recently with Swisscom, an Adobe customer.